LinkedIn’s rooftop at The Carlton is a hub for live conversations featuring top creative voices throughout the week. Hosted on LinkedIn’s rooftop at The Carlton, this live conversation unpacks what sports have long understood: attention is fleeting, but belief is what truly moves people. With B2B buying increasingly collective and trust‑driven, the panel explores how athletes and creators shape confidence across decision‑making groups.
Please note: a delegate badge is required to attend this session
Sport has always understood something B2B marketers are still catching up to: attention is easy to earn. Belief is much harder to build.
In today’s buying environment, that gap is everything. Decisions aren’t made by individuals – they’re made by committees. They’re risk-aware, consensus-driven and powered by one critical factor: shared confidence. Yet most B2B marketing is still optimised for visibility, not belief.
On LinkedIn, the world’s largest professional community, sports content is increasingly shaping how business audiences engage, learn and decide. The same people following teams, athletes and leagues are also part of buying groups: forming perceptions that influence real purchase outcomes.
This session explores where sport, creators and B2B decision-making intersect, and what marketers can learn from it.
